Pre-Show Outreach
Session: Trade Show Program
Led by: Relationship Developer
Related: Session 3: Pre-Show Outreach Toolkit
The Relationship Developer owns pre-show outreach from start to finish. That means building the contact list, writing the sequences, getting client approval, and launching the campaign — all before the show opens. Most clients don't have the tools or bandwidth to run outreach at scale, so this is where the RD steps in.
This page is platform-agnostic. Whether you're running outreach in one tool or another, the framework, cadence, and contact strategy stay the same. The methodology is what matters — not the software.
Target Audience
Before you write a single email, know who belongs in an RD-run sequence and who doesn't.
RD-run sequences:
- Pre-show contacts on the target list who haven't responded to direct outreach
- No-shows — contacts who committed to a meeting and didn't appear
- Post-show booth visitors and badge scans with no meaningful conversation on record
Client sales team:
- Contacts where a real conversation happened on the floor. These relationships have personal context the RD can't replicate — the salesperson who had the interaction owns the follow-up.
When in doubt, ask: was there a meaningful personal interaction? If yes, it belongs to the sales team. If no, it belongs in a sequence.
Before You Build
Before you write a single sequence, gather everything you need from the client up front. Trying to pull information mid-build slows everything down and risks launching with gaps.
Here's what you'll need:
- Show name and details — at minimum, the show name. If the client is exhibiting, confirm the booth number and hall location.
- Email persona — establish whose name the outreach is coming from before you build. It could be the RD, a named salesperson, or a combination depending on the sequence.
- Target contact list — the source and shape of this list will vary. A client walking the floor may warrant an industry or geographic list pull. An exhibitor may have access to other exhibitor lists or registered attendees. A sponsor may receive a full attendee list with contact details. Know what the client has access to and build from there.
- Any announcements worth featuring — is the client launching something new, debuting a product, or making a partnership announcement at the show? If so, it earns a sentence in the messaging. Keep it to one line — the goal is to give the recipient a reason to show up, not a press release.
Pre-Show Sequence
Ideally, three emails go out before the show opens — spaced at least a week apart so contacts have time to respond before the next touch lands.
4-6 Weeks Pre-Show
Goal: Generate awareness and get a soft confirmation of attendance. Plant the seed early so contacts have time to plan a booth visit.
Pro Tips:
- Lead with the show, not your product — make it about whether they're attending
- Mention your booth number and hall location prominently
- Keep the value prop to one sentence — save detail for Email 2
- End with a single, low-friction ask (are you going?)
Email 1: The Early Invite
Goal: Generate awareness and get a soft confirmation of attendance. Plant the seed early so contacts have time to plan a booth visit.
—————-
From: Email persona
To: Prospect
Subject: [Show Name] - will you be there?
—————-
Hi {{FirstName}},
[Show name] is coming up — are you planning to attend?
We'll be exhibiting at [Booth Location] and showcasing [key product/service/partnership]. It's a great chance to [brief value prop — see it in person, talk through your needs, etc.].
If you'll be there, I'd love to grab 10–15 minutes at the booth. Would that work?
Best,
{{SenderName}}
2-3 Weeks Pre-Show
Goal: Re-engage non-responders and give attendees a reason to specifically seek out your booth. Add more detail for those who are curious.
Pro Tips:
- Name a specific day. Vague scheduling invitations don't get responses.
- If there's a partnership or debut product, it earns its own sentence here.
- Target contacts who opened Touch 1 but didn't reply — most platforms will let you segment by open activity.
Email 2. The Details Drop
From: Email persona
To: Prospect
Subject: Here's what we're showcasing at [Booth Location]
—————-
Hi {{FirstName}},
Just following up — will you be at [Show Name]?
We'll be at [Booth Location] running [describe what's live/on display — full line demo, new product debut, etc.]. We'll also be [mention any partnership, announcement, or special feature].
If you're attending, I'd welcome the chance to schedule a quick meeting at the booth to learn more about your needs and walk you through what we're doing.
Does [specific day, e.g., Wednesday] work for a 15-minute window?
Best,
{{SenderName}}
3-5 Days Pre-Show
Goal: Create urgency and lock in any remaining undecided contacts. Short, punchy, and time-sensitive.
Pro Tips:
- Five sentences max. Urgency comes from brevity.
- The non-attendee option keeps the door open — don't skip it.
- No new information. Reinforce what's already been said.
Email 3. The Pre-Show Nudge
From: Email persona
To: Prospect
Subject: [Show Name] is almost here — quick note
—————-
Hi {{FirstName}},
[Show Name] is just around the corner, so I'll keep this brief. If you'll be there, we're at [Booth Location] — come see [one-line product/demo hook]. Happy to lock in a quick time so we're not chasing each other on the floor.
If you're not attending, no worries — I can follow up after the show with highlights. Either way, just let me know.
Best,
{{SenderName}}
Post-Show Sequence
You'll run two post-show tracks. Contacts where a meaningful conversation happened on the floor belong to the client's sales team — they were there, they own those relationships. You handle everything else.
Within 5 Days After Show
Version A - Met at Show
Contacts who stopped by but didn't have a meaningful conversation. The goal is to re-engage with something worth their time.
Pro Tips:
- Should feel personal — reference something specific from the conversation
- Always include a clear next step with a specific ask (call, demo, proposal)
- Send this within 5 days — momentum drops sharply after that window
Met at Show Follow-Up Email
From: Email persona
To: Prospect
Subject: Great connecting at [Show Name]
—————-
Hi {{FirstName}},
It was great connecting at [Show Name]. [Brief callback to your conversation — what you discussed, what they saw at the booth.]
As a next step, [clear CTA — e.g., I'd like to set up a call to dig into your needs, I'll send over the spec sheet we discussed, etc.].
Does [day/time] work for a quick call?
Best,
{{SenderName}}
Version B - Did Not Attend
Send within 24–48 hours of the show closing.
Contacts who committed to a meeting and didn't appear. Keep it short and leave the door open — there's usually a simple reason they didn't make it.
Pro Tips:
- Should feel informative, not pushy — make it easy for them to engage on their timeline
- Always include a clear next step with a specific ask (call, demo, proposal)
- Send this within 5 days — momentum drops sharply after that window
Did Not Attend Follow-Up Email
From: Email persona
To: Prospect
Subject: What you missed at [Show Name]
—————-
Hi {{FirstName}},
[Show Name] was a great show. We had strong interest in [product/service] at Booth [#], and I wanted to share a quick recap.
[1–2 sentences on what you showcased or announced.]
Happy to set up a call to walk you through it. Would [day] work?
Best,
{{SenderName}}
Final Notes
Always personalize beyond the first name token when possible — reference the industry, a recent conversation, or a known pain point.
Test subject lines before sending. Trade show subject lines perform best when they reference the show name directly.
If your platform supports it, segment by engagement: contacts who opened Email 1 may warrant a different follow-up than those who never opened.
This framework can be adapted for any B2B trade show. Swap out the booth details, show name, and product highlights — the structure stays the same.